Wanna learn some cool things about trends?? You should definitely read this book!
In Malcom Gladwell’s The Tipping Point, Gladwell analyzes 3 main ideas and how they each contribute to the idea of trends. These ideas are the Law of Few, the Stickiness Factor, and the Power of Context. He uses these three rules of epidemics to draw patterns and predict trends. For example, Snapchat. As you will learn, Snapchat had everything it needed to grow in this time. Lets look deeper into that idea.
Beginning with the Law of few, Gladwell explains another threesome; Connectors, Mavens, and Salesmen.
Connectors are simply that. People that are connected to other people. They are important because of their connections to large numbers of people. The greater amount of connections a connector has, the greater power law they have. So these would be your publicists, you public information officers, your celebrities, and even advertisers. They are the people that make a good idea soar. Because it wouldn’t be a trend if only one person knew about Snapchat, would it?
Mavens are the brains of the operation. They have less to do with quantity and more to do with quality. They decide what messages the connectors spread along. Along the way, Mavens use their expertise to decide what information will be the best accepted. And at times, they will even change the information. I’m sure when Snapchat was being developed, a board of Mavens got together to decide what would be most widely accepted. They decided what the people wanted and the best way to get it to them.
Then of course we have the Salesmen. Inescapable, salesmen are able to sell ideas to their audience. At times they are even able to sway the audiences own opinions and ideas. I’ll be honest, I hate salesmen. I used to be one. They are terrible people, swaying you to believe in things that you do not need. But they do a great job of it. They are the reason people need to go through spring cleanings and throw away things they don’t even know why they bought.
Moving on to the stickiness factor, Gladwell explains whether or not a trend will stick. If an idea will “stick” around. If the world doesn’t care about an idea, it wont be around long. Similarly if a small group brings an idea that has no real value, it may be big for a short time, but soon it will be gone like leg warmers or water beds.
Finally the power of context is what I deam most important. It basically says that the context (time, place, culture) has everything to do with whether an idea will stick or not. People will not buy flood insurance in a drought. They will not wear parkas in Miami. Strict Christians will not start wearing insanely reavaling clothing because a model wore it. It compromises their belifs. These are what drive people to make their decisions. In the end, although it is close, logic usually outweighs trends. Usually.